Heartcore

Name

Heartcore

Legal name

Heartcore Fitness Limited

Website

https://weareheartcore.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Boutique Fitness Studios

NAICS

Educational Support Services (61171), Other Schools and Instruction (6116)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Pilates Instruction (Mat & Reformer) (HSADACAB)

akta.pro secondary industries

Hot Yoga & Heated Pilates (HSADACAC), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Fitness & Movement Retreats (Pilates, Barre, Dance, Bootcamps) (THAJAHAG)

Keywords

• Boutique Pilates studios
• Reformer Pilates classes
• Personal training services
• Hot Pilates infrared
• Pilates memberships

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Studio Classes - Class Packs: Heartcore sells class packs valid for specific periods: 1 class (1 month validity), 5 classes (6 weeks), 10 classes (3 months), 20 classes (4 months), 30 classes (6 months). Combo Coreformer & Mat packs available (8 classes/4 weeks, 16 classes/2 months).
2. Monthly Memberships: Rolling monthly memberships with 10 or 14 class credits. Minimum 3-month commitment with 1-month notice for cancellation. Class credits expire after 4 weeks. Contract auto-renews after 12 months.
3. Coreformer Monthly Membership: Monthly membership for unlimited Coreformer classes across all London studios. Additional class credits purchasable at £24/class.
4. Pay As You Go - Coreformer: Single session class credits valid for Coreformer classes across all London studios. Late cancellations and no-shows charged as single session.
5. Personal Training: Personal Training sessions available as single sessions (valid 2 weeks), 6-session packs (valid 3 months), or 12-session packs (valid 3 months). Offered as one-on-one, duet, or small group sessions (up to 15 people).
6. Gift Cards: Gift cards sold for studio classes or personalized amounts. Valid for redemption within 3 months of receipt.
7. Late Cancellation Fees: Members enrolled in unlimited monthly memberships charged £25 for each late cancellation and no-show. Rolling contract members charged at £24/session for unpaid bookings outside their allocation.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Heartcore operates boutique Pilates studios in London delivering group classes on its proprietary Coreformer reformer machine and Hot Pilates classes in an infrared heated mat studio, all built around the Heartcore Method that blends Pilates, Yoga, and mindful movement. The company sells class packs, monthly memberships, unlimited Coreformer subscriptions, Personal Training sessions, gift cards, and digital on-demand content via Heartcore Online.

Product overview

Heartcore is a London-based boutique Pilates studio founded in 2007, offering a unified fitness method that blends the most effective elements of Pilates, Yoga, and strength training. The core offering consists of studio-based classes on their proprietary Coreformer machine (a bespoke reformer developed by founder Jessie Blum), complemented by infrared-heated Hot Pilates mat classes. Additional services include Personal Training (1:1, duet, or groups up to 15), digital On-Demand content, gift cards, and special events/workshops. The product portfolio centers on the Coreformer as the flagship apparatus, with class variants including Dynamic Pilates, Foundations, Coreformer | 50 (50-minute format), and Tough Love (advanced), alongside Hot Pilates with infrared heat, all supported by Personal Training and the digital Heartcore Online platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Coreformer Pilates Heartcore's signature reformer-based Pilates workout using their bespoke Coreformer machine. Classes work every muscle in the body, guiding users into deeper range of motion for lasting strength and flexibility. Includes Dynamic Pilates, Foundations, Coreformer 50 (50-minute format), and Tough Love (advanced) variations. Delivered at all 9 London studios.
• Hot Pilates Infrared heated mat Pilates classes offered at Heartcore's Bayswater studio. Built around Strength, Cardio, and Flow pillars, designed to help users sweat, stretch, and strengthen with enhanced flexibility and metabolism benefits from the infrared heat.
• Personal Training One-on-one, duet, or small group (up to 15 people) Pilates sessions on the Coreformer or Mat. Addresses specific goals such as injury recovery, fitness targets, or personalized attention. Available at all Heartcore studios with dedicated PT studios in Notting Hill, Hampstead, and St John's Wood.
• Heartcore Online (On-Demand and Livestream) Heartcore's digital platform bringing the Heartcore Method to mat workouts online. Offers livestream and on-demand classes accessible anywhere, voted best online workout two years after launch.
• Events & Workshops Special events, exclusive founder-led classes, workshops, and retreats including Prenatal Workshop, Tough Love Advanced series, Foundations workshops, and Padel x Pilates combo events.
• Gift Cards Digital gift cards available in preset studio class packages or personalized amounts. Redeemable for Coreformer classes, Hot Pilates, Personal Training, workshops, and special events.

Quantifiable outcome

• Classes designed to leave guests 'feeling lighter, stronger and two inches taller'
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• Padel Social ClubminorStrategic or Co-development Partner · 1 August 2026Special event collaboration offering Padel x Pilates sessions. Events held Sundays in August 2026 at Padel Social Club, Earls Court. Includes hour of padel coaching followed by hour of Heartcore mat class. Summer event series featuring Heartcore teachers.
• Detox KitchenminorStrategic or Co-development PartnerHeartcore partners with Detox Kitchen for wellness collaboration. 'Find Your Rhythm' program combining healthy exercise and nutrition. Heartcore members receive 20% discount on any Detox Kitchen order. Partnership aligns both brands' focus on holistic wellness, inside-out strength, and mindful approach to health.

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Define London: Boutique London studio specializing in reformer Pilates with multiple premium locations. Direct overlap with Heartcore on product (reformer Pilates), customer (affluent Londoners) and distribution model.
• Psycle London: London boutique fitness brand offering cycling, barre, reformer Pilates and strength classes across multiple London studios. Comparable in scale, premium positioning, and multi-studio London operating model.
• Core Collective: London premium fitness and Pilates studio group with multiple locations, offering reformer Pilates, PT and wellness. Highly comparable to Heartcore on product, geography, and affluent target customer.
• Ten Health & Fitness: London-based boutique fitness and Pilates studio chain offering reformer Pilates, PT and wellness services across multiple premium London locations. Direct competitor to Heartcore in the same city, customer segment, and reformer-Pilates category.
• 1Rebel: Premium London boutique fitness chain with multiple studios offering group training and Pilates-style classes. Comparable premium positioning, multi-studio London footprint, and DTC subscription model.
• BLOK London: London boutique fitness studio offering reformer Pilates, strength and conditioning classes. Competes directly with Heartcore on reformer Pilates and the same premium London consumer.
• Another_Space: London boutique fitness studio offering reformer Pilates, HIIT and yoga classes. Comparable boutique premium positioning and London-centric footprint.

Broad incumbents

• F45 Training: Global boutique fitness franchise offering functional training classes in studio settings. Overlaps with Heartcore on boutique studio model and subscription pricing, though its core modality is HIIT rather than Pilates.
• Barry's Bootcamp: Global premium boutique fitness brand offering HIIT and strength classes in studio locations. Comparable on premium pricing, multi-studio operations, and affluent target demographic, though product modality differs.

Regional players

• PilatesPT: UK-based Pilates-focused studio brand operating outside London. Comparable Pilates-centric product, but operates in a different geography rather than directly competing in Heartcore's London neighborhoods.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks2 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/heartcorelife
• LinkedInlinkedin.com/company/heartcore-fitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Heartcore